Client Renewal Checklist

It’s important to have the right mindset. Assume the close, but prepare to negotiate in the case that a client does not plan to renew. In the months leading up to renewal, there are some steps we can take to increase the likelihood of renewals coming in. Remember, not all clients require the same level of attention, or the same caliber of love, but all of them deserve your time. Start actively working on renewals AT LEAST 3 MONTHS before their actual renewal month.

3 Months Before Renewal

Send Renewal Email - Access Here
- Email Template in ARC: Under Templates, scroll to "Early Renewal Proposal"
  **Can't remember how to send an email from Arc? Watch the tutorials below!
  - Campaign tutorial video that we can send in the email - Watch Video
  - Contact type tutorial video for the email - Watch Video
Set a meeting with your client to review their existing campaign and specifically discuss the success of their current partnership.
Schedule additional CUSTOMER LOVE and consider the options from the bottom of this document
Try to create a standardized timeline for renewals to occur in either January or July
- Example: Sign a 17-month deal to end in December rather than a 12-month deal to end in August!
- Make this their idea… “You do your budgeting annually, right? Let’s make this easy on you…”
Call your Business Coach or Region Partner and talk through the renewal. Get advice on how to proceed and make a plan!
Challenge them on any objections to renewing, such as “It’s not working.” Ask them things like, “How has business been…have they seen an increase in web traffic, increased social media following, or business from your zip codes?”

Creative Solutions to Retain a Client Who Objects to Renewal

Lead with empathy
“When times are good you should advertise. When times are tough, you must advertise.”
Use solution-oriented verbiage
What is possible now that will help us get to where we want to be?
- Where are you now?
- Where do you want to be?
- How do you plan to get there?
Label negative emotions - influence positive emotions - close with logic & reassurance
If their business is struggling and cash flow is an issue, reduce the amount you charge them for a month or two and then spread that balance out between the rest of the months to help them recover a bit.
If the business is hitting slower seasonal months you can drop the ad size during a 2-3 month slow season.
If they feel like the monthly rate is uncomfortable for them, resign them to a longer deal at a smaller ad size.

Customer Love Suggestions

Showing your clients love can happen in a lot of different shapes and sizes. Pick a couple of items from the list below, and schedule them so you don’t forget!

Suite/VIP Partners

Editorial Feature
Ad Upgrade
Frame an Article for the Client
Purchase or Barter for Tickets to a Show/Concert/Sporting Event
Put Together a Unique Gift Basket
Provide a Gift Card to a Nicer Restaurant
Bring them as a Plus One to a Special Local Event
Co-host an Event or Fundraiser
Provide a Unique Gift to their Spouse/Children
Niche Networking Group (4-5 Compatible Partners)
Social Media Giveaway/Contest

Smaller Partners

Social Media Post/Shoutout/Reshares
Inclusion in Calendar/Business Monthly/City Scene
Small Gift Cards (ie. $10 Starbucks)
Email Connection to Other Partners
Email Connection to Potential Client
Attend Any Events they Hold
Coffee/Lunch Date
Drop Extra Magazines
Celebrate Personal Dates (child graduation, anniversary, etc)
Send handwritten Holiday/Thank You cards